Excedrin: Universal Pain

Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.

Campaign details

Brand: ExcedrinLead Agency: Weber ShandwickRegion: North America

Objective

Headaches are personal and everyone's experiences with them are unique. But we also know some headaches are caused by universal experiences.

Through social listening and consumer surveys, we identified the source of universally headache-inducing moments, the kinds of moments we all can relate to. Instead of just talking about them, we found a brand-relevant way to bring them to consumers.

Enter Excedrin Limited Editions: Adulting. Bad Date. And Commuter.

Actual products branded to show that Excedrin doesn't just get headaches, it gets headache sufferers.

Target...

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